Ask an Expert: ‘For SEO, Better to Publish a New Blog Post, or Update an Existing One?’

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“Ask an Skilled” is an occasional function whereby we pose inquiries to ecommerce authorities. For this installment, we tackle the easiest way to optimize content material, similar to weblog posts and present guides, for search engines.

As such, to draw prospects from search engines, are retailers higher served by updating an present, extremely-ranked submit with recent content material or by publishing a brand new, separate submit with that content material?

We requested that query to Stephan Spencer, a longtime search engine optimisation marketing consultant and host of two fashionable podcasts, “The Optimized Geek” and “Marketing Converse.”

Contemplate this actual world instance. Say your ecommerce firm publishes a vacation present information yearly at a brand new URL. Whenever you do this, you're beginning over annually when it comes to optimizing for search engines.

However in the event you replace final yr’s present information with new content material, you get to journey on the coattails of all of the hyperlink fairness that has amassed over time at that URL. You possibly can nonetheless archive final yr’s present information at one other URL. Simply be sure to keep a secure URL over time for the freshest present information, as within the following.